PERANCANGAN BRANDING UKM D CAKE & BAKERY

WIRANTO, ADY (2019) PERANCANGAN BRANDING UKM D CAKE & BAKERY. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

D Cake & Bakery is a home-based business in Tangerang that produces various types of bread, cakes and pastries. Products from D Cake & Bread are products made from selected ingredients that make it very guaranteed quality and taste at the price of street vendors. The owner's limitations related to cost & understanding of visual communication design to change the image of the business for the better is one of the writer's goals for doing this design. This branding design aims to provide solutions to problems regarding branding, especially brand identity in this business. With this design, it is hoped that brand awareness can be created in the minds of the public about D Cake & Bakery's businesses through a variety of unique & attractive design designs. Among the logos, packaging, tagline, GSM, and several other promotional media. Providing unique characteristics in addition to some promotional media D Cake & Bakery currently has a logo that suits their business background. Through the new packaging design, it is expected to add sales value and brand awareness. The manufacturing process includes interviews, library research, observation, reference to similar designs to arrive through the design test process. The design test results received a positive response in the form of constructive suggestions in the research and development of the design process. From this design process it can be concluded that this design is sufficient to represent the brand. Keywords: Branding, Brand Identity, Bakery. D Cake & Bakery adalah sebuah usaha rumahan di Tangerang yang memproduksi berbagai macam jenis roti, cake dan pastry. Produk-produk dari D Cake & Bread merupakan produk yang terbuat dari bahan pilihan yang menjadikannya sangat terjamin kualitas dan rasanya dengan harga kaki lima. Keterbatasan owner terkait biaya & pemahaman tentang desain komunikasi visual untuk merubah citra dari usaha menjadi lebih baik merupakan salah satu tujuan penulis untuk melakukan perancangan ini. Perancangan branding ini bertujuan untuk memberi solusi atas permasalahan mengenai branding terutama brand identity pada usaha ini. Dengan perancangan ini diharapkan dapat tercipta brand awareness di benak masyarakat akan usaha D Cake & Bakery melalui berbagai perancangan desain yang unik & menarik. Diantanranya logo, kemasan, tagline, GSM, dan beberapa media promosi lainnya. Memberikan ciri khas yang unik selain beberapa media promosi D Cake & Bakery saat ini sudah memiliki logo yang sesuai dengan latar belakang usaha. Melalui desain kemasan yang baru di harapkan dapat menambah nilai penjualan dan brand awareness. Proses pembuatan meliputi wawancara, penilitian pustaka, observasi, referensi desain sejenis hingga sampai melalui proses uji desain. Hasil uji desain mendapatkan respon positif berupa saran yang membangun dalam penilitian dan pengembangan proses desain. Dari proses perancangan ini dapat disimpulkan bahwa perancangan ini sudah cukup merepresentasikan brand. Kata Kunci: Branding, Brand Identity, Bakery.

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